Owen Wilson reaches for freedom in BMF's P&O Cruises campaign

Hollywood star Owen Wilson will become the face that launched two cruise ships, as he plays a central role in P&O Cruises' new campaign.

He will be the protagonist of a trilogy of short films titled 'The Conspicuous Awakening of Owen Wilson', created by BMF and directed by Tom Dey. The films will be part of the launch of the Pacific Aria and the Pacific Eden, both of which will join P&O's fleet in November.

Incorporating "dream-like and humorous flashbacks", the films will show Wilson enjoying the amenities and features of the ships.

“P&O Cruises briefed us to develop something that had real scale and social currency. Bringing together the ‘Be Free Earthlings’ idea and one of the biggest movie stars on the planet, felt like a pretty good place to start," said BMF managing director Steve McArdle.

The campaign will stretch across a number of channels, including film, content, digital, social, PR and an on-set interview with Wilson.

Wilson himself was enthused by the process: “It’s a really fun, sophisticated atmosphere. Different to the cruise ship ideal that maybe your grandparents would have experienced. It’s pretty tough to top the ship’s Blue Room!”